Is it necessary a specific law for advertising in mobile devices?

  • Isabel de-Salas CEU Cardenal Herrera
Keywords: Advertising, Mobile marketing, Advertising regulation

Abstract

Since the introduction of smartphones, the investment on advertising for mobile phones has increased substantially. New formats and standards are being successfully adapted by the advertisers who are taking advantage of the possibilities that the new media platforms have to offer. But, are customers being protected from unwanted and unsolicited advertising? Are advertisers losing customers’ trust? Most of the advertising and data privacy regulation is prior to the introduction of these new standards and the ones that are yet to come, generating the need of a new legislation that can ensure customers that their personal information is not being used without their consent. Even Mobile Marketing is restructuring itself working on new standards and formats that will maintain the trust and credibility of not only the customers but also the advertisers

Author Biography

Isabel de-Salas, CEU Cardenal Herrera

Since the introduction of smartphones, the investment on advertising for mobile phones has increased substantially. New formats and standards are being successfully adapted by the advertisers who are taking advantage of the possibilities that the new media platforms have to offer. But, are customers being protected from unwanted and unsolicited advertising? Are advertisers losing customers’ trust? Most of the advertising and data privacy regulation is prior to the introduction of these new standards and the ones that are yet to come, generating the need of a new legislation that can ensure customers that their personal information is not being used without their consent. Even Mobile Marketing is restructuring itself working on new standards and formats that will maintain the trust and credibility of not only the customers but also the advertisers.

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Published
2024-02-03
How to Cite
de-Salas I. (2024). Is it necessary a specific law for advertising in mobile devices?. Derecom. Derecho de la Comunicación y de Nuevas Tecnologías, 15, 1-15. https://revistas.ucm.es/index.php/DERE/article/view/93541
Issue
No. 15 (2013)
Section
Artículos de fondo

License

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